Addo heads across the pond as Addo Play USA

Published on: 18th September 2023

The company says it has been working tirelessly to create an immersive, dynamic space to showcase its Addo and ELC brands, as it forms a US company for the first time.

Addo Play says it is excited and proud to announce the opening of its brand-new Showroom in Los Angeles, as it establishes a US company, Addo Play USA LLC.

The company’s new permanent showroom in LA officially opens today in Suite 1220, 1960 E Grand Avenure, El Segundo, CA 90245, USA.

Pete Fuller, marketing manager, told Toy World: “Our team has been working tirelessly to create an immersive, dynamic space to showcase our two toy brands, Addo and Early Learning Centre. Addo is our outstanding value, everyday toy brand that offers a genuine alternative to brand leaders, while Early learning Centre (ELC) is our world class pre-school toy brand with 50 years of expertise in providing a guiding hand to support every child’s unique path of development, encouraging learning through play.”

He added: “We can’t wait for the toy trade to experience our brand new LA showroom. Check out how it looks and if you’re brave enough take a visit to our wonderfully weird Fuggler zone. We are really looking forward to the next chapter for our business.”

Addo and ELC can currently be found in over 50 countries. Addo Play’s strategic partners and distributors cover everywhere from Canada and South America to Europe, the Middle East, Asia, and Australia. The company already partners with major retailers worldwide, including Tesco, M&S, Toys R Us Canada and Target Australia.

While Addo Play has had a presence in Canada for several years, and more recently has been working with some new US partners, the company is keen to grow its business in the US and to speak with potential new partners interested in the service it can offer.

The company offers a multi-category solution for retailers and is able to cover a lot of bases within any toy department thanks to its insights and retail-data-driven approach. Pete explains: “Our programme is different because it’s elevated using world-class design and licensing endorsement, and, in the case of Early Learning Centre, a large proportion of the line is uniquely tooled, so it can’t be found anywhere else.”

Addo Play also offers full solutions, capsule ranges or single items for retailers depending on their needs, and offers high retail margins mixed with high sales velocity- something it calls an unbeatable combination.


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